A 100-strong drummer chorus echo the nation’s heartbeat for a fictional penalty kick in Ladbrokes’ epic commercial spearheading its UEFA Euro 2020 campaign developed in harness with new lead creative agency Neverland.
The integrated campaign is led by a hero television ad and supported by multiple cross-channel activations including online video and social, radio, print and OOH across more than 2,500 sites across the UK.
The betting brand’s hero spot, which was directed by Sam Brown, features 100 drummers signifying the heartbeat of the country and the joy of live sport as anticipation, excitement and tension racks up ahead of the tournament.
The narrative arc sees a stadium full of drummers tap out a rising heartbeat as the player backs nervously away from the ball as he prepares for the penalty kick. The film then cuts to drummers in a variety of situations where fans might typically watch a match: from the family living room, to a packed pub, or clustering around a bus stop. The rhythm builds to a crescendo of almost unbearable tension as starts his run up, falls silent as he makes contact with the ball and then kicks back in.
Teased socially with a 10-second cut-down on 24 May,
the full ad premiered on 27 May
with an exclusive performance of Rock & Roll Queen by The Subways at 9pm streamed across Ladbrokes’ social channels. It will then run during key Euro 2020 matches,
The hero commercial was filmed in May 2020 and the production included employing 190 skilled drummers, 200 extras, drone filming, motion capture, body scanning and a team of visual effects and CGI artists working in harness to create the epic scenes.
Del Amitri drummer Ash Soan (who played at the London Olympics 2012 opening ceremony and recording no less than 29 No 1 albums) arranged and composed the drumming, while the spot is also set to a thumping ‘Rock & Roll Queen’ track by The Subways.
As well as the TV and online video, the campaign also includes dynamic reactive advertising enabling Ladbrokes to celebrate, commiserate and interact with fans in real time across its social channels and 1000s of public digital outdoor sites.
“For many, this year’s European Championships will be the first live entertainment experience they enjoy together with friends, family and other fans,” said Ladbrokes and Coral’s Managing Director-UK Sports Brands Dominic Grounsell. “This groundbreaking campaign brilliantly captures the anticipation that viewers will feel during the tournament. We cast hundreds of skilled and experienced drummers to depict the tension that fans will feel during key moments in a match and we’re very excited about how this campaign celebrates the unparalleled joy, excitement and anticipation that only live entertainment can bring.
Neverland Founding Partner Jon Forsyth added: “We loved every single minute working with Ladbrokes to make this campaign. It’s a kick-ass, blow the roof off, jump on the sofa, bring on the summer extravaganza! Enjoy!!”
Media Agency The7stars Client Partner Lydia Mulkeen commented: “We’re thrilled to have developed a dynamic comms plan for this remarkable campaign that captures the excitement of the Euros. Importantly, we also have the ability to react publicly to key moments in the tournament across a category-leading dynamic outdoor campaign, ensuring Ladbrokes is seen as just as big a fan of football as their audience.”
The campaign was created for Ladbrokes by agency Neverland where the team included Founding Partner (Creative Strategy) Jon Forsyth, Founding Partner (Brand Strategy) Simon Massey, Executive Creative Director Noel Hamilton, Senior Creative Lloyd Daniel, Design Director Rich Kennedy, Head Of Production Amy Coomber, Senior Producer Harriette Wright, Assistant Producer Claire Pearson, Business Director Niall Hutchinson and Account Manager Will Denvir.
The7stars worked on media and film production was handled by Rogue with Director Sam Brown, Producer Polly Ruskin, Executive Producer Kate Taylor and DOP Patrick Meller. The edit house was Marshall Street Editors with Editor Tim Thornton-Allan and Edit Producer Sj O’Mara.
Film Post was by Factory Studios with Sound Engineers Anthony Moore and Josh Campbell, Producer Beth Massey and post production by Electric Theatre Collective with Colourist Luke Morrison, VFX Producer Magda Krimitsou, Production Coordinator Larisa Covaciu, Creative Director James Sindle, Shoot Supervisors James Sindle, Simon French and Jonathan Westley, with VFX Supervisor Ryan Knowles.
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